So what's the trick here? Perhaps while we were chuckling at Lincoln's philosophy-tinged promos, buyers were being legitimately swayed by the message. Perplexing dialogue aside, the commercials were visually stunning, directed by none other than Nicholas Winding Refn, who helmed the Ryan Gosling neo-noir, Drive.

Ford seems poised to give its luxury division a shot in the arm, with big-time investment and a move toward its own platforms. The MKC is a handsome start in the right direction. Apparently, so was Lincoln's decision to woo customers into dealerships using McConaughey's drawly mumble. Alright, alright, alright.